Formula 1

Motorsport
Sponsorship & Marketing

Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.
Motorsport
Sponsorship & Marketing

Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.
Motorsport

Red Bull Racing’s sponsorship agreement with Oracle continues to be the most lucrative team title sponsorship agreement in Formula 1, according to analysis by SportBusiness Sponsorship.
Motorsport
Sponsorship & Marketing

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.
Motorsport
Sponsorship & Marketing

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.
Motorsport
Sponsorship & Marketing

Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
Motorsport

SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Motorsport
Sponsorship & Marketing

German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.
Motorsport

Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
Motorsport

Stars from shows on Paramount+ will make appearances at Formula 1 races as part of the streaming platform’s two-year Official Partner agreement with the motor racing series. Ben Cronin reports.
Motorsport
Sponsorship & Marketing

Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Motorsport
Industry Moves

Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
Motorsport
Finance & Law

The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
Motorsport
Sponsorship & Marketing

McLaren Racing has expanded its sponsorship deal with cryptocurrency exchange OKX, with the brand securing an increased presence on its Formula 1 MCL60 team car
Motorsport
Sponsorship & Marketing

Williams Racing has named cryptocurrency platform Kraken as the Formula One team’s first-ever ‘Official Crypto and Web3 Partner’. T
Motorsport
Sponsorship & Marketing

McLaren Racing has announced its latest sponsorship agreement with a US-based firm, striking a deal with financial management company Workday
Motorsport
Sponsorship & Marketing

Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
Motorsport
Sponsorship & Marketing

Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal…